2022 Winners & Shortlists

Why is this work relevant for Branded Content & Entertainment?

This campaign is relevant to branded content because it communicates with audiences to educate them using a steady stream of content and materials.

Background

Situation: Parents always want what is best for their children and proper nutrition sits at the top of their concerns. Today however, unhealthy food options have become the norm and many parents go with those options not knowing how damaging they can be to their children’s health. Brief: The Gulf Health Council wanted to send a message to parents and educate them on how to improve their children’s nutrition in a way that wouldn’t make them feel offended or become defensive and help them teach children the importance of self monitoring and control. Objectives: The objective was to spread awareness among parents about the importance of children’s nutrition while simultaneously changing their behavior by educating them on how to provide healthier food and teach their children positive habits that help them avoid unhealthy food.

Describe the creative idea

The Council launched a video with a full cast of children where they sit around a table and discuss things that don’t make sense about their nutrition to send a message to parents. The video ended with validation for the parents’ love and care and asking them in a positive tone to help keep an eye on what children eat. After the video was launched the campaign continued on social media where a steady stream of educational content was released.

Describe the strategy

Our strategy was to send messages of awareness to parents using children as the messengers in order to validate them as parents first and then

Describe the execution

First the video was launched to stir discussion surrounding the topic. After we caught the attention of the audience we continued, the campaign continued on social media where a steady stream of educational content was released. Finally a research was conducted to measure the change in awareness and the results were made public and digital news covered them to further spread the movement.

Describe the outcome

The campaign video gained 4 million views, 1.2k shares and 3.1k likes. After launch, research was conducted on 956 parents and 1310 children and the 22000 interactions the campaign generated were analyzed. It found that the campaign had a positive impact on parents and children with an average of 31% generally, 32% in knowing allowed daily sugar intake and which food contains it, 31% in gaining skills in making children participate in healthy food preparation, 56% improvement in use of self monitoring techniques in children, 43% in adoption of a diet that doesn’t exceed daily calorie need.